Circular Economy via Chat: Evaluation of Adoption and Use of Whatsapp Instant Messaging Platform for Trading Second-Hand Products

Moacir Filho Godinho, Gilberto Ganga Miller Devós, Fabiana Lizarelli Leticia, Claudia Lorena Blaz Cárdenas and Thais Moreira Tavares
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Moacir Filho Godinho: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Gilberto Ganga Miller Devós: UFSCar - Federal University of São Carlos
Fabiana Lizarelli Leticia: UFSCar - Federal University of São Carlos
Claudia Lorena Blaz Cárdenas: UFSCar - Federal University of São Carlos
Thais Moreira Tavares: UFSCar - Federal University of São Carlos

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Abstract: This research presents a comprehensive evaluation of the adoption and widely-used Instant Messaging Platform (IMP) for buying and selling second-hand products (SHP), framed within the context of the Circular Economy (CE). The findings reveal that effort expectancy, hedonic motivations, initial trust, and habitual use positively and significantly affect the intention to use IMP for second-hand transactions. Conversely, perceived risk negatively impacts this behavioural intention, underscoring the need to mitigate user concerns to encourage participation in second-hand transactions via these platforms. Besides, this research also shows that facilitating conditions, performance expectancy, price sensitivity, and social influence does not directly impact behavioural intention. These findings highlight the unique dynamics of consumer behavior in digital second-hand markets and suggest that these traditional aspects might play a different role in this context. The research adapts the Expanded Unified Theory of Acceptance and Use of Technology (UTAUT2) by applying it to the second-hand market via IMPs, offering new insights into consumer behavior in a digital marketplace setting. The study's theoretical contributions underscore the importance of adapting existing theories to understand consumer behavior in the digital landscape, providing valuable insights for researchers, practitioners, and policymakers. From a practical standpoint, the findings can guide businesses and developers of IMPs in developing user-centric features and marketing strategies tailored to the second-hand market.

Date: 2024
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Published in Journal of Cleaner Production, 2024, 460, ⟨10.1016/j.jclepro.2024.142510⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04888408

DOI: 10.1016/j.jclepro.2024.142510

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